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Editor's Notebook: Notable press kit delivered to newsroom

In my 12 years of being a full-time journalist, I have received many press kits.

There have been new books and new CDs with press releases. Folders filled with information about new organizations and initiatives.

But I received a package the other day that may take the prize for the most elaborate press kit yet.

Aldi grocery sent us a 19-by-12-inch box loaded with items celebrating its newly remodeled stores.

Now, I’ve never been beholden to one particular grocery store. I actually like going to different grocery stores to see what each one offers.

But, that being said, I have been to Aldi. And I have been to a remodeled store. It was cool to check out the new look and new products there.

Aldi stores that have been remodeled – or are being remodeled – in Kane County include the ones at 2670 W. Main St. in St. Charles (reopened in August); 199 Miller Drive in North Aurora (reopened in August); 215 S. Randall Road in Elgin (reopened in June); 975 E. State St. in Geneva (reopening in November); and 451 N. Randall Road in Batavia (reopening Nov. 17). In addition, a new store will open at 2275 W. Galena Blvd. in Aurora in mid-December across the street from the existing store.

Back to the press kit.

It included information about the newly remodeled stores, Aldi’s products and awards it has won. Pretty typical for a press kit.

But then it also included – get this – a quarter to use for a shopping cart at Aldi, a reusable shopping bag, a 12-ounce package of fair trade coffee, a bag of gluten-free crackers, an 85 percent cocoa chocolate bar, a box of biscotti, and two snack bars.

The kit really provided a good idea of what Aldi is all about.

“We’re excited to introduce the fresh new look of Aldi to shoppers at these stores, which offer a modern and convenient shopping experience,” Aldi Batavia Division Vice President Laura Branneman stated in an email. “Kane County customers will notice a focus on fresh items, including more robust produce, dairy and bakery sections. The stores also feature open ceilings, natural lighting and environmentally friendly building materials, such as recycled materials, energy-saving refrigeration and LED lighting. With this significant investment in our stores, what we’re really doing is continuing to invest in Aldi customers, bringing people who know and love Aldi, as well as new fans, an even better, more welcoming store to shop.”

To learn more about Aldi, visit

Kathy Balcazar is weekly group editor for the Kane County Chronicle, Elburn Herald, Sugar Grove Herald and Suburban Life Media, and is a member of the Northern Illinois Newspaper Association Board. Contact her at or 630-845-5368.

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